10 Zen 2 Feb12

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International Journal of Multidisciplinary Research Vol.2 Issue 2, February 2012, ISSN 2231 5780
A STUDY ON IMPACT OF VISUAL MEDIA ADVERTISEMENTS ON WOMEN CONSUMERS BUYING BEHAVIOUR IN CHENNAI CITY
T. RAVIKUMAR*
*Assistant Professor, ISSM, Chennai -97.
ABSTRACT Advertising has been emerging great prominence as the potent tool on the marketing of goods and services by both the industrial and non- industrialized nations. It is regarded more as an investment than expenditure in the developing nations too. It has now been acknowledged as a major business function in India. The attitude towards advertising has been ever changing at a rapid pace with diversifications and dynamism. The advertiser, the agency, the media and the consumers view advertising according to their desires, expectation and opportunities. Hence advertising is no longer viewed as a secondary business activity, but has come to be accepted as a supportive service and a contributory input for diversified growth. The goals of advertising have been changed, modified, adjusted and re-defined over the years in India. This article makes on attempt to sudy about impact of visual media advertisements on women consumers buying behaviour in Chennai city in this LPG era. ______________________________________________________________________________ INTRODUCTION Consumption is the soul and the purpose of all production. So peter ducker was apt in saying, it is consumer who determines what the business is. A consumer is one who does some physical activities and deliberates to take decisions concerning purchase and to dispose off on to evaluate products and services. Consumer is an individual who purchases products or services for his own or his familys personal use. Consumer behavior reflects the totality of consumers decisions with respect to acquisition, consumption and disposition of goods, services, time and idea by (human) decision making units (over time). It also includes whether, why, when, where, how, how much and how often and how long consumer will use or dispose of an offering. Consumer purchasing behavior covers all activities and decisions which relate to choosing products, purchasing and postpurchasing use. The markets are consumer driven these days and the target of all marketing activities is consumers. To understand the consumers, are not easy jobs as his behavior is mostly unique and unpredictable. This has made the firms to step in to the shoes of the consumers to understand their selection and purchase of products and services from their point view. Marketers need to identify the end users of product and services and frame marketing plans than considering the wholesalers and retailers who actually are the intermediaries in the process of purchase. Marketers, therefore, should consider the consumers and then develop their plans of action. Here
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lies the essence of marketing. The consumer is king and all actions should start with this notice in mind. The consumers differ from each other by age, income, life style, character, sex etc and all these influence their purchasing decisions. The consumer is not as trusting, loyal and malleable than in the past. Having and preserving their independence and individuality is highly valued by todays consumers, even more than being in conformity with social norms. Veiko Jurisson professor in Audentes University in Estonia wrote in 2006 that Todays developed countries consumers have no problems obtaining necessity products; there is over abundance of things. Therefore, more and more meaningful purchases. Jurrison says that two principle processes have taken place in todays information based society; globalization and individualization. Consumers significantly risen knowledge forces all producers around the world to become more flexible in order to live up to consumers expectation. Products dictatorship is being replaced with consumers pressure to diversify the choices and make then as individual as possible. The process of consumption has long been associated with sex and gender, thus, it comes no surprise that consumer researchers often examine the effects of these variables on consumer behavior. Men and women are different consumers. Paco Underhill who has researched retail shopping over 20 years wrote in his book why we buy: The science of shopping, Men are less predictable than women. He says that, for example, men move faster between the shelves of retail shop and as a rule they dont like to ask personnel for help. Underhill pointed out some of research statistics: 65 % of men who try something on also buy it; only 25% of women do the same. 86% of women look at products price tag dewing the purchasing process, whereas only 72% of men do that. Men are more easily influenced by salient displays and childrens requests (men cant say no to children). From this, it is clear that men are emotional in purchase while women are rational in it. Therefore, the present study has researched consumer behavior and attitudinal preference of women towards advertisement. Attitude is an important concept in research on marketing. Fishbone defined an attitude as a learned predisposition of human being. Based on this predisposition, an individual would respond to an object (or an idea) or a number of things (or opinions). Kotler stated that an attitude is a persons enduring favorable or unfavorable evaluations, emotional feelings and action tendencies toward some object or idea. The relationships between attitude, intention and behavior have been studied and confirmed in numerous studies. Advertising is a measure of growth of civilization and an indication of the striving of the human race for betterment and perfection. The explicit function of advertising is to make the potential audience aware of the existence of the product, service or idea which could help them fulfill their self needs and spell out the differential benefit in a competitive situation. It is also an instrument for developing the basic motivations for creating resources for buying goods and services or generating favorable conditions for the acceptance of an idea.
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STATEMENT OF THE PROBLEM Advertising has been emerging great prominence as the potent tool on the marketing of goods and services by both the industrial and non- industrialized nations. It is regarded more as an investment than expenditure in the developing nations too. It has now been acknowledged as a major business function in India. The attitude towards advertising has been ever changing at a rapid pace with diversifications and dynamism. The advertiser, the agency, the media and the consumers view advertising according to their desires, expectation and opportunities. Hence advertising is no longer viewed as a secondary business activity, but has come to be accepted as a supportive service and a contributory input for diversified growth. The goals of advertising have been changed, modified, adjusted and re-defined over the years in India. Now a day, the economic, social, cultural, political and business environments of the country has tremendously changed and these changes have brought about a significant change in the attitude of the people towards advertising. Advertising is being used not only for economic and business gains but also for political, social, cultural, religious and governmental motives and objectives. The parameters for judging advertising have witnessed a sharp change in India and the quality and performance of advertising agencies in our country have also improved. Gradually, advertising has been maturing itself as a profession in the country. This has influenced significantly the psychology, sociology and economics of the advertiser, the agency and the media. Thus, advertising in India, which was considered as an unnecessary evil during the 1960s, had become a necessary evil by 1980s and is now being viewed as an absolute necessary. In India, growth of advertising industry is phenomenal. In 1974, the amount spent in India for advertising was as low as Rs. 75 crore. In 1990, it jumped to Rs. 1504 crore and in 2003, it reached the height of Rs.15000 crore, which indicates the increased relevance of advertising in Indian economy. Advertising in India has been gaining sophistication during recent years. Besides, there has been a considerable increase in sales promotion activities of incentive merchandising schemes which have increased considerably in the last decade. Most of these were naturally for low prices mass consumer non- durables such as Soaps, toiletries, tooth pastes, herbal products, curry powders, confectionaries, cigarettes etc. Readymade garments, ready to eat items, two wheelers television sets, washing machines, mixies, fridges, fans, ovens have also become as popular in India consequent upon the emergence of T.V as a powerful media of advertising. From a scenario in the seventies where options were limited and the print medium was the single most dominant medium, there has been a sudden proliferation of options in 1980s with T.V. overriding all other media in the country. In 1984, press constituted the single largest media of advertising which accounted for 77 percent of the total media in the country while the relative shares of T.V, outdoor media, radio and cinema represented 7 percent, 6 percent, 5 percent and 4 percent respectively. But, by 1989, the relative shares of press, radio and cinema has declined to 67 percent, 3 percent and 1 percent respectively. During the period, the relative share of T.V, in Indian media, has showed a tremendous increase from 7 percent to 19 percent and the outdoor media to 10 percent of the total.
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The boom in electronic media commenced with the introduction of colour transmission of television in 1984 to coincide with the Asian games hosted by India. Major developments like the growth in Doordarshans network, Hindi films being legalized on the video circuit in 1987 and the invasion of satellite TVs in to the Indian media scene since 1991 have spurred this boom. Consequently, a dramatic increase in home entertainment options was seen in the Indian society in general and in Tamilnadu particularly. Most of the people especially women used to spend a substantial part of their leisure hours in front of Television. Moreover, there is a steady increase in usage of internet due to information technology explosion by the end of 1990s. Consequent upon these factors, the lifestyles, paten of consumption, tastes and preference, purchasing behavior etc. of an average Indian have also been undergoing a drastic change and are being dictated at present by television programming advertisements and online (internet) advertisements. Therefore, it is essential to study about impact of visual media advertisements on consumer behavior and attitudinal preference of women. OBJECTIVES OF THE STUDY The objectives of this study include 1.To study about attitudes of women consumers in Chennai city towards visual media advertisements. 2.To analyze impact of visual media advertisements on consumer buying behavior of women in Chennai city. 3. To study about consumer preferences of women in Chennai city REVIEW OF LITERATURE In the marketing context , the term consumer refers not only to the act of purchase itself , but also to patterns of aggregate buying which include pre- purchase and post purchase activities . Pre purchase activity might consist of the growing awareness of a need or want, and a search for and evaluation of information about the products and brands that might satisfy it. Post purchase activities include the evaluation of the purchased item in use and reduction of any anxiety which accompanies the purchase of expensive and infrequently bought items. Each of these has implications for purchase and repurchase and they are amenable in differing degrees to market influence. Engel, et al define consumer behavior as those acts of individuals directly involved in obtaining, using and disposing of economic goods and services, including the decision processes that precede and determine these acts. This section of this study reviews available review of literature on consumer behavior and impact of visual media advertisements to find the research gap. In this chapter, a detailed literature survey on consumer behavior is presented by classifying consumer behavioral patterns under five heads;
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* Consumer preferences * Consumer attitude Further, literature survey on advertisement is reviewed classifying those under four heads; * Advertisements * Visual media advertisements CONSUMER PREFERENCE: CONCEPT AND IMPORTANCE Consumer preferences are defined as the subjective (individual) tastes, as measured by utility, of various bundles of goods. They permit the consumer to rank these bundles of goods according to the levels of utility they give the consumer. Preferences are independent of income and prices. Ability to purchase goods does not determine a consumers likes or dislikes. One can have a preference for Porsches over Fords but only have the financial means to drive a Ford. Consumer preference is used primarily to mean an option that has the greatest anticipated value among a number of options. This is an economic definition and doesnt tap in to wishes or dreams, but for all practical purposes is an appropriate definition. Preference and acceptance can in certain circumstances mean the same thing, but, it is useful to keep the distinction in mind with preference tending to indicate choices among neutral or more valued options while acceptance indicating a willingness to tolerate the status quo or some less desirable option. Therefore, to design and evaluate new product or service strategies, managers require an understanding of how consumer form preferences and how they will behave if a new product or service is launched. Accurate predictions on consumer response coupled with models of production costs, tax rates, cash flow and product line considerations can lead to more successful products and can reduce the risk of failure. CONSUMER ATTITUDE In general, attitudes are mental states used by individuals to structure the way they perceive their environment and guide the way they respond it. As it is known from theory of Reasoned Action and theory of planned Behavior, attitudes have a considerable impact on behavior. A major influencing factor on attitude toward an advertisement is the general attitude toward the advertising medium. Consumer attitudes consist of three components that is cognition, affect and conation. According to Fishbeins attitude theory, a stimulus, such as visual media advertisements of a particular brand, has an effect on a Consumers belief system which in turn influences and leads to the consumer developing a specific attitude towards the advertised brand. The attitude which a consumer has with regards to a brand has an impact on a consumers intention to purchase the brand offering.
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Attitude towards advertising in general were expected to influence the success of any particular advertising. It seemed reasonable to anticipate a persons predisposition to respond consistently towards advertising in general, either favorable or unfavorable, world mediate the effectiveness of any given ad. Interest in the attitudes towards advertising in general construct gained momentum as researchers showed it was an important underlying determinant of attitude towards the ad. An advertisement affects advertising effectiveness since it was found to be an important antecedent of brand attitudes. Over the years, researchers have tried to measure attitudes towards advertising among adult consumers and among student samples and these attitudes have been the focus of comparisons on a cross- cultural basis. Until the early 1960s, studies measured general advertising attitudes as an overall favorability or unfavorability factor. Bauer and Greyser suggested advertising had important economic and social effects, and developed a set of belief items related to positive and negative outcomes of advertising in these specific areas. Other researchers expanded the belief inventory to include perceptions related to other aspects sexual content and use of women, ethics, deception and falsehood. During 1990s, thought listings in reaction the word advertising were categorized in to areas such as function , affective response , practice , industry and user related , to measure attitudes towards adverting in general. Mihal used customized rating scales to measure attitudes specifically towards television advertising. ADVERTISING Advertising is an important marketing communication strategy, in marketing mix. It is an external stimulus that arouses dormant needs. It results in inner tension among prospective buyers. Ultimately, It leads to different stages of decision-making process namely identification of alternatives, evaluation of alternatives, purchase behavior. Generally speaking, advertising fills consumer information gap. But the specific meaning attributed to advertising should be viewed from different angles. According to David Ogilvy, who popularized the concept of Brand Image in 1953 and promoted world-renowned advertising agency O&M (Ogilvy &Mather), every ad should be thought of as a contribution to the brand image. In this sense, advertising is basically a brand exercise. From the communication point of view, advertising is the art of moving an idea from one mans head into the head of another. The single crucial reason that advertising does not work is that in specific instances the information it conveys never reaches the consumer at all, or is judged by the consumer to be redundant, meaningless or irrelevant. In fact, advertising is communication that provides generally useful, relevant and pertinent information upon which the consumer either acts immediately or stores for later reference, application and use. Form the viewpoint of sending and receiving message, advertising is a fraction of the incoming messages that the individual receives. Advertising messages seek to attract our attention and to convert our allegiance to products, services and institutions, in competition both
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with message that have nothing to do with them and with message about them from other non advertising sources, frequently more credible than advertising. When compared to other communication mixes, advertising is a much cheaper way to reach target consumer since it uses mass media. Advertising can use complex visual and emotional devices to increase the persuasiveness of the message. The relevance of advertising is that it is the most effective way for reaching mass audience, creating awareness and building preferences. In general, advertising has two objectives namely, Behavioral or action objective and sales objective. From the behavioral point of view, it is an important tool that influences the buyer behavior of consumers. It is an accepted fact that all behavior starts with motivation. Ad motivates people by arousing or stimulating their dormant needs. Ad can effectively arouse both biogenic and psychogenic needs. An intellectually planned ad can be the door opener in the decision-making process in buying. An article titled To succeed in advertising, believe the hype highlights the impact of advertising. It reads Advertising can create awareness. Brand awareness alone works in 3 important ways:1) It creates the possibility of purchase 2) It helps people see a brand in the store 3) It biases people in favor of the known brand advertising can create a model people wish to identify with and imitate. Advertising can communicate new information. Advertising can suggest, and humans are suggestible being (Thomas, 1996). There are a set of opponents who hold that advertising is a pack of lies and a manipulation. They even go further and say that it can persuade people to buy inferior products. The existence of this cynical view aroused the interest of researcher in knowing how ads work and whether all ads work? It is an accepted fact that all ads do not work in the some direction and are not equally effective. Then, the motivation turns to probe the reasons for the success of some ads based on the psychology of advertising. Aaker et.al (1997) quotes that the competent advertising man must understand psychology. The move he knows about it, the better. He must learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes. Of course, various factors contribute in different dimensions to the success of an advertisement. The basic principles in successful advertising are: Developing a central sales idea; having a central sales idea, give it news; having a central sales idea, make it swing. But, according to Devoe (1956), it was through the interpretation of make it swing that creative ability comes to its full flow in advertising. People could develop central theme, they could give it news, but only an expert, only a skilled man , only a master could make it swing. In Jerome D. Scotts (1943) opinion the effects on advertising outlays upon profit and liquidity are important considerations in setting outer limits for advertising. He also describes that normally a time lag occurs between advertising outlay and sale results. In his opinion the firms resources set a real limit on advertising outlay.
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Analyzing the maximum extent up to which a firm can spend on advertising. Joel Dean (1951) observes that the advertising expenditures for each product should be pushed to the point where the additional outlay equals the profit from the sales caused by the outlay. Martin Mayer (1958) puts forward three basic concepts with regard to a good advertisement: in his opinion, an advertisement must basically be a believable one. Simple techniques, such as the use of pictures or diagrams also increase the believability of the advertisement. Repetition is another key concept in the case of advertising. He suggests that it is better to have a long series of small advertisements than one extremely large advertisement as these act as memory ticklers among the consumers. The third concept put forward by him is the concept of the impression of message. In his opinion, messages should be clear, complete and attractive. In Roose Reeves (1967) opinions, all products are not equally advertsable. They are of the view that there are five factors, viz, the Primary demand, buying motives, hidden qualities, differential advantage and money in every marketing situation, which must be analyzed carefully to determine the advertiseability of a product. In C.B. Mamoria and R.L. Joshi (1968) state an effective advertisement should be done strictly in the language of the customer and it should be inserted at the right time in the right place and also in the right media. Moreover the advertisement should be communicated to the people on whom it is aimed. VISUAL MEDIA ADVERTISING Visual media advertising is defined as paid non personal communication, from an identified sponsor, using visual media like television, cinema trailer, internet etc., about organization, product, service or idea, intended to persuade the audiences or spectators to purchase or take some action upon products , ideas or services. Television, as we know it, is broadcast to a large section of the public. As such, it is generally described and thought of a one-way, passive medium. According to Freed (2000), this very passivity was at the core of the advertising strategy of television networks. Producers of early television programs relied on this passivity to sell advertising. They knew that once the family had tuned in a channel and settled back on the comfortable sofa, they were likely to stay watching that channel all evening. There was no remote control yet, no channel surfing. Another point worth noting is that the role of television as an information medium has not declined significantly after the acceleration of Internet use. According to the Benton Foundation (2000): Despite the current frenzy surrounding new media, TV is still the most watched and most trusted source of information in the US. Ninetythree percent of Americans watch a network television program in the course of a week, and 69 percent of Americans say TV is the most trusted source of information.
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Interactive digital television can be seen as the product of the convergence of computer communications and broadcast technology. Torris et al. (2000) define interactive digital television as relying on three main elements: 1) A combined set-top box that delivers digital broadcasts, pay TV and interactivity 2) Interactive services carried in the broadcast signal 3) An interactive return channel through phones or cable wires. The interactivity element is expected not only to change the face of the technology but to foster a radical shift in viewing habits, transforming the couch-potato viewers of yesterday in full participants, totally in charge of their viewing experience. The advent of remote controls, fragmentation of TV channels and increase in the size and number of ad slots has resulted in viewers increasingly paying even less attention to the commercials. Consequently, effective media placement decisions are becoming more important than ever before. The internet provides the means for interaction between buyers and sellers to such a degree that some have suggested this is the defining characteristic of the internet. This interaction can be human-machine, machine-machine, and human message, among others. Interactive Communication refers to, for example, human-message interaction where the user relates to and, in some cases, modifies the message with which he/she is interacting. Clicking on a banner ad represents a low level of interaction of this nature while choosing an ending among many for an online movie represents a higher level of interactive communication with a message. There are dramatic changes in the use of internet advertising formats. For example, banner ads gradually declined from 56 percent in 1998 to 21 percent in 2003. Sponsorships observed a similar decrease from 33 percent in 1998 to 10 percent in 2003. On the other hand, rich media gained from 2 percent in 2002 to 8 percent in 2003, and the greatest rise is for keyword search, from 1 percent in 2002 to 35 percent in 2003, becoming the leading format of internet advertising. RESEARCH METHODOLOGY This study involves an examination of impact of visual media advertisements on women consumers buying behavior and on their attitude towards visual media advertisements. The primary data for the study was collected through well structured questionnaire from women in Chennai city. The sample size was 576. Data collected was analysed using SPSS 17 version. Various statistical tools like mean, standard deviation, one way ANOVA, t test and factor analysis were employed.
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DATA ANALYSIS AND INTERPRETATION ANALYSIS OF DEMOGRAPHIC CHARACTERISTICS OF WOMEN CONSUMERS The demographic characteristics of the sample women reveal certain features which are summarised in coming paragraphs. TABLE 1:DEMOGRAPHIC VARIABLES OF THE RESPONDENTS No. Of Respondents No I Particulars AGE Up to 18 yrs 19 yrs to 40 yrs 41 yrs to 60 yrs More than 60 yrs Total II OCCUPATION Government employees Private sector employees Self employed Professionals House makers Total III EDUCATION Up to HSC UG PG 50 235 237 8.7 40.8 41.1 98 286 47 89 56 576 17 49.7 8.2 15.5 9.7 100
Percentages
31 347 188 10 576
5.4 60.2 32.6 1.7 100
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Professionals Total IV MONTHLY INCOME Up to Rs 10000 Rs 10001 to Rs 20000 Rs 20001 to Rs 30000 Rs 30001 to Rs 50000 More than 50000 Total V MARITAL STATUS Married Unmarried Total Source: Primary data
54 576
9.4 100
279 167 48 53 29 576
48.4 29.0 8.3 9.2 5.1 100
395 181 576
68.6 31.4 100
Important demographic characteristics of the sample women are presented below. 1. With regard to the age group, 60.2% of the women belong to the age group of 19 yrs to 40 yrs. 2. About 49.7% of the respondents are working in private sector. Further, 17% of the respondents work in government sector. 3. Sample population reveals that 41.1% (237) of the women have completed their post graduation and 40.8% (235) of the women have completed under graduation. It indicates that there is a sharp increase in female literacy in India. It is also an indicator of increased rate of higher education among Indian female. 4. Women with monthly income up to Rs 20000 constitute 77.4% of the sample and those with above Rs 20000 constitute 22.6%. 5. The study shows that 68.6% of the women are married and the rest (31.4%) are unmarried.
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ANALYSIS OF WOMEN CONSUMERS PREFERENCES Consumer preferences of the sample with regard to television programmes, satellite channels, advertisements and visual media advertisements have been presented below: TABLE 2: CONSUMER PREFERENCES OF THE RESPONDENTS
No I
Particulars
No. of Respondents
Percentages
DO YOU WATCH T.V. PROGRAMMMES REGULARLY? Yes No Total 511 65 576 88.7 11.3 100
II
THE MOST PREFERRED TIMING OF WATCHING T.V 06.00 AM to 10.00 AM 10.01 AM to 05.00 PM 05.01 PM to 07.00 PM 07.01 PM to 11.00 PM 11.01 PM to O5.59 AM Total 10 18 104 373 6 511 1.7 3.1 18.1 64.8 1.0 100
III
THE MOST PREFERRED T.V. PROGRAMME Movie and programmes Mega serials Sports and Games News Songs its related 75 152 41 70 209 13.0 26.4 7.1 12.2 36.3
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Others Total IV
29 576
5.0 100
THE MOST PREFERRED TAMIL SATELLITE CHANNEL Podhigai Sun T.V. Kalaingar T.V. Jaya T.V. Star Vijay Raj T.V. Others Total 9 268 27 5 182 27 58 576 1.6 46.5 4.7 0.9 31.6 4.7 10.1 100
THE MOST PREFERRED NON -TAMIL SATELLITE CHANNEL Asianet Gemini Zee Discovery Pogo Others Total 19 111 92 234 49 71 576 3.3 19.3 16.0 40.6 8.5 12.3
100
VI
THE MOST PREFERRED NEWS CHANNEL Sun News Kalaignar News NDTV 234 47 103 40.6 8.2 17.9
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Times Now CNN IBN BBC Headlines Today Others Total VII
75 28 51 28 10 576
13.0 4.9 8.9 4.9 1.7 100
THE MOST PREFERRED SPORTS CHANNEL DD Sports Star sports ESPN Neo sports Ten sports Others Total 69 209 66 39 169 24 576 12.0 36.3 11.5 6.8 29.3 4.2 100
VIII
DO YOU WATCH MOVIES IN THEATERS Yes No Total 490 86 576 85.1 14.9 100
IX
FREQUENCY OF WATCHING MOVIES IN THEATERS Frequently Weekly Monthly Occasionally 39 5 77 372 6.8 0.9 13.4 64.6
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Total X DO YOU USE INTERNET Yes No Total XI
493
100
416 160 576
72.2 27.8 100
FREQUENCY OF USE OF INTERNET Frequently Daily Weekly Monthly Occasionally Total 57 121 120 38 80 576 9.9 21.0 20.8 6.6 13.9 100
XII
DO YOU WATCH ADVERTISEMENTS Yes No Total 468 108 576 81.3 18.7 100
XIII
THE MOST PREFERRED MEDIUM OF AD Print media Radio Visual media Total 79 5 492 576 13.7
0.9 85.4 100
XIV
THE MOST PREFERRED VISUAL MEDIA ADS T.V. Ads 467 81.1
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Movie Ads Internet Ads Total XV
57 52 576
9.9 9.0 100
THE MOST PREFERRED KIND OF VISUAL MEDIA ADS Related to durable goods Related to cosmetics 128 189 22.2 32.8
Related to FMCGs Related to health care goods Related to financial services
28 118 15
4.9 20.5 2.6 4.2 3.6 7.3 1.9 100
Related to investment and 24 insurance Related to automobiles Related to luxurious goods Others Total XVI 21 42 11 576
FEATURE OF VISUAL AD THAT ATTRACTS THE VIEWERS Picturization Innovative ideas used Celebrity Exhibition features Others Total of 181 194 115 product 77 9 576 31.4 33.7 20.0 13.4 1.6 100
Source: Primary data
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The consumer preferences of the sample women show certain distinct features which are listed below 1. The study shows that 88.7% of women watch television programmes regularly. Only 11.3% of the women do not watch television programmes regularly, but, they may watch television programmes occasionally or when they find time. It indicates that watching television programmes have become part of daily life for most of the women. It is also indicator of penetration of Television in to day to day life of the sample women. 2. 07.01 PM to 11.00 PM is the most preferred time of watching television programme for the sample women (64.8%), followed by 05.01 PM to 07.00 PM (18.1%). 3. Nearly, half of the sample women (49.3%) prefer to watch movie, movie related programmes and songs. It is interesting to note that 26.4% of the sample women prefer to watch mega serials. 4. Among the most preferred regional (Tamil) satellite channel, Sun television dominates (46.5%) among the sample women followed by Star Vijay (31.6%). 5. As far as the most preferred non-Tamil satellite channel is concerned, 40.6% of the respondents prefer to watch Discovery channel. Further, 19.3% of the women prefer to watch Gemini Television (Telugu) and 16% of the women prefer to watch Zee Television (Hindi). It indicates that good number of Telugu origin and Hindi origin women are in Chennai. It strengthens the researchers idea of taking women in Chennai city as sample for this study to represent the population. 6. The study reveals that, among the news satellite channels, the most preferred news satellite Channel is Sun news (40.6%) which is broadcasted in Tamil. 49.6% of the respondents watch English news channels namely NDTV (17.9%), Times Now (13%), BBC (8.9%), CNN-IBN (4.9%) and Headlines Today (4.9%). 7. The study shows that the most preferred sports satellite channel is Star Sports (36.3%) followed by Ten Sports (29.3%) and DD Sports (12%). Here, it is worth to be mentioned that Star Sports and Ten Sports share first and second places respectively among the most preferred sports satellite channel as it seems that those channels used to telecast more cricket events.
8. The sample population indicates that 85.1% of the respondents watch movies in cinema theatres and the rest (14.9%) do not watch movies in cinema theatres. 9. More interestingly, 64.6% of the respondents watch the movies in cinema theatres occasionally only, not weekly or monthly. It may be the reason for the downturn of film industry in India in general and in Tamilnadu in particular. 10. The study indicates that 72.2% of the respondents use internet and the rest (27.8%) do not use internet.
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11. Based on sample data, it is clear that 21% of the respondents use internet on daily basis. Further, 20.8% of the respondents use internet on weekly basis. 12. About 81.3% (468) of the respondents are used to watch advertisements shown in television, cinema theatres and internet. 13. The dominant sample population (85.4%) indicates that visual media advertisement is the most preferred medium of advertisement. 14. As far as kind of visual media advertisement is concerned, visual media advertisements related to cosmetics (32.8%) is more preferred by the respondents. It is quite obvious that women are more inclined towards cosmetics. 15. The sample specifies that innovative ideas used in visual media advertisements attract them mostly (33.7%). 31.4% of the respondents indicate that picturization of the advertisement attract them mostly. ANALYSIS OF DIFFERENCES IN WOMEN CONSUMERS ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS BASED ON DEMOGRAPHIC VARIABLES TABLE 3: AGE AND WOMEN CONSUMERS ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS Age Up to 18 yrs 19 yrs to 40 yrs 41 yrs to 60 yrs More than 60 yrs Mean Value 67.3806 67.9493 65.6255 78.4000 F value P Value Result
9.245 Source: Primary data *At 1% level of significance
.000
Significant
**At 5% level of significance
The table reveals that there is a significant difference between age and attitude of women consumers attitude towards visual media advertisements. Mean scores keep on increasing positively with the advancement of age, but, mean score decreases in the age group of 41 yrs to 60 yrs. This result of ANOVA is supported by the study conducted by Haghirian, Parissa and Madlberger, Maria (2007) on Consumer attitude toward advertising via mobile devices an empirical investigation among Austrian users. Haghirian, Parissa and Madlberger, Maria
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concluded that younger consumers value advertising messages via mobile devices to a higher extent than older consumers and also show a more positive attitude toward them. TABLE 4:OCCUPATION AND WOMEN CONSUMERS ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS Occupation Government employees Private employees Self-employed Professionals House makers Source: Primary data *At 1% level of significance **At 5% level of significance Mean Value 66.3592 sector 67.8797 69.0383 65.1146 68.4286 11.304 .000 Significant F value P Value Result
The table shows that there is significant difference between occupation and women consumers attitude towards visual media advertisement. There is the highest difference (69.0383) in attitude level towards visual media advertisements among self employed women. Professional women have lower level of attitude (65.1146) towards visual media advertisements. TABLE 5: MONTHLY INCOME AND WOMEN CONSUMERS ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS MONTHLY INCOME Up to Rs 10000 Mean Value 68.7599
F value
P Value
Result
Rs 10001 to Rs 65.8731 20000 Rs 20001 to Rs 66.8167 30000 Rs 30001 to Rs 64.4528 50000 16.887 .000 Significant
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More than Rs 50000 Source: Primary data
68.3034
*At 1% level of significance
**At 5% level of significance
ANOVA table shows that based on the monthly income, women consumers attitude towards visual media advertisements differs. When monthly income is up to Rs 10000 and more than Rs 50000, women have higher positive attitude (Mean scores: 68.7599 and 68.3034) towards visual media advertisements. When the monthly income is between Rs 10001 to Rs 50000, women have positive, but, moderate attitude towards visual media advertisements as compared to the women earning the monthly income of up to Rs 10000 and more than Rs 50000. This result is contradicted by Shavitt, Lowrey and Haefner, (1998). According to Shavitt, Lowrey and Haefner, (1998) Persons with less education and lower income generally report a more favourable attitude toward advertising in general. TABLE 6:EDUCATION AND WOMEN CONSUMERS ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS EDUCATION Up to +2 UG PG Professional qualification Source: Primary data *At 1% level of significance **At 5% level of significance Mean Value 66.8000 67.9353 66.9063 67.1704 1.101 .324 Not Significant F value P Value Result
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The above ANOVA analysis indicates that education of the women does not play any significant role in forming attitude towards visual media advertisement. Ozhan (2004) report that as educational level increases, the level of negative attitude towards mobile phones increases also. These findings are supported by Sarker and Wells (2003) who consider economic conditions as an influencing factor on adoption and usage of mobile phones (Sarker and Wells, 2003). Therefore, it is concluded that the respondents with a higher level of education show a more negative attitude towards visual media advertising and perceive a lower value.
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TABLE 7:MARITAL STATUS AND WOMEN CONSUMERS ATTITUDE TOWARDS VISUAL MEDIA ADVERTISEMENTS Marital status Married Unmarried Mean value 66.9043 68.2961 F value .317 t value -2.492 P value .573 Result Not significant
Source: Primary data *At 1% level of significance **At 5% level of significance
Students t analysis indicates that womens consumer buying behaviour do not differ based on attitude of the women consumers attitude towards visual media advertisement. Unmarried women consumers have attitude towards visual media advertisements (68.2961) than married women consumers (66.9043). RELATIONSHIP BETWEEN WOMEN CONSUMERS BUYING BEHAVIOUR AND OTHER VARIABLES HYPOTHESIS Ho: There is no significant relationship between women consumers buying behavior and other variables H1: There is significant relationship between women consumers buying behavior and other variables In this part of the analysis women consumers buying behavior and other variables are entered in step wise regression analysis. The independent variables are advertising value and women consumers attitude towards visual media advertisements and the dependent variable is women consumers buying behavior.
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TABLE 8 RELATIONSHIP BETWEEN WOMEN CONSUMERS BUYING BEHAVIOUR AND OTHER VARIABLES Model Summary Model 1 R .117a R Square .014 Adjusted R Square .008 Std. Error of the Estimate 6.56268
a. Predictors: (Constant), advertising value, women consumers attitude towards visual media advertisements. The above table shows the model summary for the R, R2, adjusted R2 and standard error of the estimate. The R2 value indicates the percent of variance in the criterion (dependent variable) that is accounted for by the linear combination of predictor (independent) variables. Model 1 has R2 value of .014 which indicates the variance accounted for by the linear combination of advertising value and women consumers attitude towards visual media advertisements. TABLE 9 RELATIONSHIP BETWEEN WOMEN CONSUMERS BUYING BEHAVIOUR AND OTHER VARIABLES ANOVAb Sum Squares Regression Residual Total 215.582 15633.955 15849.537 of Df 2 363 365
Model 1
Mean Square F 107.791 43.069 2.503
Sig. .083a
a. Predictors: (Constant), advertising value, women consumer attitude towards visual media advertisements. b. Dependent Variable: women consumers buying behavior
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TABLE 10 RELATIONSHIP BETWEEN WOMEN CONSUMERS BUYING BEHAVIOUR AND OTHER VARIABLES COEFFICIENTSa Un Coefficients Model 1 (Constant) B 56.537 standardized Standardized Coefficients Std. Error 3.870 .054 -.116 Beta T Sig.
14.608 .000 -2.079 .038
Women consumer -.112 attitude towards visual media advertisements Advertising value .057
.038
.085
1.515
.131
a. Dependent Variable: women consumers buying behavior Source: Primary data The above table shows that women consumers buying behavior has significant relationship women consumers attitude towards visual media advertisements, but not with advertising value. The F test for the model 1 is not statistically significant also. Hence, it can be concluded that there is significant relationship between women consumers buying behavior and women consumers attitude towards visual media advertisements and that there is a relationship between women consumers buying behavior and advertising value, but, women consumers buying behavior does not have significant relationship with advertising value.
CONCLUSION In this study, respondents being women, it is found that women consumers attitude towards visual media advertisements and women consumers buying behavior are directly related with each other. Advertising value is closely related with women consumers attitude towards visual media advertisements.
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4. Ibid, Marketing Bases, 2003. 5. Vriko Jurisson, (2007), Creativity feeds the engine of economic development, February, 2007. 6. Vriko Jurisson, The successful creative economy, Estonian Paealhet, 30th September, 2006. 7. Paco Underhill, (2006), Why we buy: The science of shopping, Estonian Newspaper Eesti Express Publishers, 2006. 8. Fishbein, M., (1967), Readings in attitude theory and measurement, New York , John Wiley publications , 1967,pp.477-492. 9. Philip Kotler and Harry Armstrong, (2003), Principles of Marketing, prince Hall inc., p.590. 10. Foxall, G.R., (1987), consumer Behavior, pp.124 -146. 11. Engel, J.F., Blackwell, R.D., and Minimart, P.W. (1986),Consumer Behavior 5th Edition, Dryden. 12. Chris Fife schwa and et al. (2007), Assessing customer preferences for drinking water services Methods for water utilities, Report presented by TECHNEAU, integrated project funded by European Commission, pp.5. 13. Chris Fife schwa and et al. (2007), Assessing customer preferences for drinking water services Methods for water utilities, Report presented by TECHNEAU, integrated project funded by European Commission, pp.5. 14. Shugan, S.M and Balachandran, V., (1977), A Mathematical programming model for optional product line structuring, Discussion paper No: 265, NorthWestern University, the centre for Mathematical studies in Economics and Management science, Evanston, April 1977. 15. Aaker, D.A., Kumar, V., and Day. G., Marketing Research, Wiley, 1995, New York. 16. Ajzen, I., & Fishbein, M., Understanding attitudes and predicting social behavior, Prentice Hall, Englewood Oliffs, 1980, New Jersey. 17. Ajzen, I., (1991), The theory of Planned behavior, Organization behavior and Human decision processes, Vol.50 (2), pp.179-211.
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18. Churchil, G.A.J., and Iacobucci,D., Marketing Research : Methodological Foundations, SouthWestern publishing , 2002, Mason, Ohio. 19. Larkin, E.F., (1979), Consumer perceptions of the media and their advertising content, Journal of Advertising, Vol.8 (2), pp.5-48. 20. Du plessis P.J., & Rousseau, G., Buyer behavior, 4th edition, Oxford press, 2007, Cape Town. 21. Anderson, A., & Nilsson, J., Wireless advertising effectiveness: Evaluation of an SMS advertising trial, Availableon:http://web.hhs.se/cic/courses/underbridge/wireless-ad-eff.pdf. 22. Mehta Abhilasha and Scott C. Purvis., When attitudes towards advertising in general influence advertising success, Article presented at the conference of the American Academy of Advertising. Norfolk, VA, 1995. 23. Lutz, Richard J., (1985) Affective and cognitive antecedents of attitude towards the ad: A conceptual framework, Psychological Processes and Advertising effects: Theory, Research and Applications, Linda Allowed and Andrew Mitche, eds, Hillsdale, New Jersey. 24. Mehta, Abhilasha, (1994), How Advertising response Modeling (ARM) can influence Research, Vol.33 (3), pp.62-74. 25. Mittal, Banwari (1994), Public assessment of TV advertising: Faint praise and Harsh criticism, Journal of Advertising Research, Vol.34 (Jan- Feb), pp.35-53. 26. Ogilvy, David. Ogilvy on advertising, London: Prion Books Limited; 1995: p. 14. 27. Wielbacher, & William, M., Advertising, McMillan Publication Co; 1984: p. 13, 195, 471, 198,141. pp. 4-5, 192-194. 28. Ibid, Advertising, McMillan Publication Co; 1984. 29. Thomas, Jerry, W., To succeed in advertising, believe the hype, Nations Restaurant News, 30, 43: 1996, p. 30. 30. Aaker, David A., Myer, John G. and Batra, Rajeev, Advertising Management, Prentice Hall of India (Pvt) Ltd: 1997, pp. 3. 31. Devoe, Merill, Effective advertising copy, McMillan Publication Co: 1956, pp. 88-89. 32. Jerome D. Scott (1943), Advertising When Buying is Restricted, Harvard Business Review, Vol. XXI (4) (summer, 1943), pp.443-454. 33. Joel Dean (1951), Advertising Budget, Harvard Business Review, Vol.29, January February, 1951, pp. 65-74.
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34. Martin Mayer (1958), What is Advertising Good for? Harpers Magazine, May 1958, pp. 2531. 35. Reeves Roose (1961), Reality in Advertising, Alfred Knopf Inc., New York, (1961). 36. C.B.Mamoria and R.L.Joshi (1968), Principles and Practices of Marketing in India, Kitab Mahal, Allahabad, P. 391. 37. Haghirian, Parissa and Madlberger, Maria (2007) Consumer attitude toward advertising via mobile devices an empirical investigation among Austrian users, Vienna University of Economics and Business Administration, Vienna, Austria. 38. 33. Shavitt, S., P. Lowrey and J. Haefner (1998), Public Attitudes towards Advertising: More Favourable than you might think, Journal of Advertising Research, 38(4), 7 - 22. 39. 34. Ozhan Dedeoglu, A. (2004), The Symbolic Use of Mobile Technology among Turkish Consumers, Journal of Euro-Marketing, 2(3), 143 - 162. 40. 35. Sarker, S. and J. D. Wells (2003), Understanding Mobile, Communications of the ACM, 46(12), 35 - 40.
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ZENITH

31 347 188 10 576

5.4 60.2 32.6 1.7 100

279 167 48 53 29 576

48.4 29.0 8.3 9.2 5.1 100

395 181 576

68.6 31.4 100

13.0 4.9 8.9 4.9 1.7 100

Total X DO YOU USE INTERNET Yes No Total XI

416 160 576

72.2 27.8 100

0.9 85.4 100

Movie Ads Internet Ads Total XV

9.9 9.0 100

Related to FMCGs Related to health care goods Related to financial services

4.9 20.5 2.6 4.2 3.6 7.3 1.9 100

Source: Primary data

9.245 Source: Primary data *At 1% level of significance

**At 5% level of significance

More than Rs 50000 Source: Primary data

*At 1% level of significance

**At 5% level of significance

Source: Primary data *At 1% level of significance **At 5% level of significance

Mean Square F 107.791 43.069 2.503

14.608 .000 -2.079 .038

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